Bankers are learning some hard lessons about yet another of the crazes that have pervaded marketing and technology in recent years.

Data warehouses-giant information repositories for sales and decision support-are under development at virtually all the largest U.S. banks. The banks entered into these projects expecting such strategic and tactical benefits as the ability to analyze profitability by product and account. These analyses enable banks to design highly customized marketing programs that can segment target audiences down to a single consumer.

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